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A number of startups have been trying their hand at subscription-based children’s books services, or something like a “Netflix for kids’ books,” so to speak. Today, another entry called Zoobean joins the flock, with the debut of its own handpicked catalog which parents can either subscribe to, or choose to just shop online like a standard e-commerce website.

“About a year ago, when our daughter was born, we were looking for a book for our son that would help him understand what it would mean to be a big brother. And in this particular case – we’re a multi-racial family – we were looking for something that might have kids that more resembled our family,” explains Lloyd.

That challenge proved harder than they thought.

The parents wanted a way to find a recommended book that matched their interests, but one they knew was also quality reading. So they built Zoobean to address this problem.

The site, at launch, has nearly 1,500 books for sale, all of which are parent-recommended, curated by a team of parents, teachers, librarians and others, and which are cataloged more extensively with topics, characters’ backgrounds, recommended ages, keyword tags and more. That way, when a parent is looking for a specific book on a topic, they can click to see all those that address that topic – like “self-esteem,” “anger and frustration,” or “growing up,” for example, as well as find books that match their own family structure and characteristics (e.g. “brother & sister,” “mother & child,” “black,” “Chinese Americans,” etc.)

The site will directly sell five featured items per month centered around a theme, and one of these will be available through an optional subscription. Subscribers pay $14.95 for the featured book of the month, a high-quality, hardcover. However, the majority of the cataloged books on Zoobean are being sold through affiliates like Amazon. Zoobean also offers a weekly reading guide for parents detailing the books in its featured collection along with activities parent and child can do together to learn more about the topic.

Though when the founders were speaking of their site’s uniqueness, their focus was on the curation aspects and the way the books were cataloged in more detail. But one of the more interesting things about this service with respect to its competitors is the diversity its selection reflects. There are books about many different ethnicities and subjects, and even harder-to-find books that cover transgender issues or bullying, for example.

“Any kid, parent or loved one who’s coming to find the right book can find one that the child can see him or herself in,” explains Bookey of the Zoobean collection.

The company has raised $500,000 in a seed round led by Kapor Capital, along with other private angels, friends and family. The plan is to raise another $250,000 on top of that.

Until today, Zoobean was in private, invite-only beta with some 200 testers. Now, it’s opening its doors to all parents or anyone else in the market for kids’ books. Users can sign up or browse the collection here.